And if the research should lead to the next Kinect? That's cool, too. "There are dozens of startups flourishing in lower Manhattan and we hope to be a part of that scene as well," star hire and network theorist Duncan Watts tells us.

The sticky-wars have arrived. Yesterday AdAge's Matthew Creamer introduced Duncan Watts, a Columbia University sociology professor from down under who's challenging The Tipping Point's Malcolm Gladwell to a battle at the mic. Armed with a mathmatical and computer modeling aresnal instead of anecdotes, Watts debunks Gladwell's "influencer" theory. Writes Creamer: "The crux of Mr.